Effect of Positive and Negative e-Word of Mouth on Consumer Purchase Intention in Flipkart

Abstract

The rapid growth of e-commerce has transformed the way consumers search for information and make purchasing decisions. Among the various factors influencing online shopping behaviour, Electronic Word of Mouth (e-WOM) has emerged as one of the most significant sources of information for consumers. e-WOM refers to the online sharing of opinions, experiences, reviews, and recommendations about products or services through digital platforms. Online marketplaces such as Flipkart provide customers with the opportunity to read and share product reviews, ratings, and feedback, which significantly influence the purchase decisions of other consumers. Both positive and negative e-WOM play a crucial role in shaping consumers’ perceptions, attitudes, and intentions toward products available on e-commerce platforms. The primary objective of this study is to examine the effect of positive and negative e-WOM on consumer purchase intention in the Flipkart platform. Positive e-WOM generally includes favourable product reviews, high ratings, and recommendations from previous buyers, which tend to increase consumers’ confidence and encourage them to proceed with purchase decisions. On the other hand, negative e-WOM consists of critical reviews, complaints, and low ratings that may create doubts and reduce the likelihood of purchasing a product. Understanding how these two forms of e-WOM influence consumer behaviour is essential for both marketers and online retailers in designing effective digital marketing strategies. This study adopts a descriptive research design to analyze the relationship between e-WOM and consumer purchase intention. Primary data are collected from online shoppers who frequently use Flipkart for purchasing products. A structured questionnaire is used to gather responses regarding consumers’ perceptions of online reviews, ratings, credibility of information, and their influence on purchase decisions. The collected data are analyzed using appropriate statistical techniques such as percentage analysis, correlation, and regression analysis to determine the strength and direction of the relationship between e-WOM and purchase intention. The findings of the study are expected to reveal that positive e-WOM significantly enhances consumer trust and encourages purchase intention, while negative e-WOM tends to reduce consumer confidence and discourage buying behaviour. However, the impact of negative e-WOM may vary depending on factors such as the number of reviews, the credibility of the reviewer, and the overall rating of the product. The study also highlights that consumers tend to rely heavily on online reviews and ratings as a risk-reduction strategy before making online purchases. The study contributes to the existing literature by providing insights into how e-WOM influences consumer decision-making in the context of e-commerce platforms. The findings will be useful for online retailers, marketers, and business managers in understanding the importance of managing customer reviews and maintaining product quality to generate positive e-WOM. Encouraging satisfied customers to share their experiences and effectively addressing negative feedback can help companies improve consumer trust and enhance purchase intention. Overall, the study emphasizes the growing significance of e-WOM as a powerful tool that shapes consumer behaviour in the digital marketplace.

Introduction

This study examines the impact of Electronic Word of Mouth (e-WOM)—online reviews, ratings, and customer feedback—on consumer purchase intention on the e-commerce platform Flipkart.

With the growth of online shopping, consumers increasingly depend on digital information before making purchases. e-WOM has become a powerful influence because customers share their experiences through reviews, ratings, social media, and online platforms. Positive reviews build trust, improve product perception, and increase purchase intention, while negative reviews create doubts and discourage potential buyers.

The study identifies that online shoppers often rely on customer feedback since they cannot physically inspect products before purchasing. Therefore, understanding the influence of positive and negative reviews is important for e-commerce companies to improve customer trust and purchasing behavior.

Objectives

• Examine the effect of positive and negative e-WOM on purchase intention in Flipkart.
• Analyze how positive reviews and ratings influence buying decisions.
• Study the impact of negative reviews on consumer trust and purchasing behavior.

Methodology

• Research Design: Descriptive research.
• Data Sources: Primary data through questionnaires and secondary data from books, journals, websites, and research articles.
• Sample Size: 100 Flipkart users.
• Sampling Method: Convenience sampling.
• Analysis Tools: Percentage analysis, correlation analysis, and regression analysis.

Key Findings

• 90% of respondents shop on Flipkart.
• 65% always read product reviews before purchasing.
• 85% reported that ratings influence their buying decisions.
• 82% agreed that positive reviews increase confidence in a product.
• 78% stated that negative reviews affect their purchasing decisions.
• 88% avoid products with poor ratings.
• 84% agreed that e-WOM significantly influences purchase intention.

Correlation Analysis

• The correlation coefficient between e-WOM and purchase intention was r = 0.67, indicating a moderate to strong positive relationship.
• The null hypothesis was rejected, confirming that e-WOM has a significant impact on consumer purchase intention.

Conclusion

The study concludes that Electronic Word of Mouth (e-WOM) significantly influences consumer purchase intention on Flipkart. Positive reviews and high ratings increase consumer trust and encourage purchasing decisions, while negative reviews create doubts and reduce purchase intention. The findings reveal a strong relationship between e-WOM and buying behavior, highlighting the importance of review credibility and product ratings. Therefore, e-commerce companies should focus on maintaining product quality, encouraging genuine customer feedback, and effectively managing online reviews to enhance consumer trust and purchase intention.

References

[1] Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. [2] Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales. Journal of Marketing Research, 43(3), 345–354. [3] Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer opinion platforms. Journal of Interactive Marketing, 18(1), 38–52.

Copyright

Copyright © 2026 Dr. P. Mohanraj , Mr. R. Siva Kumar. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.